Revisiting tourist behavior via destination brand worldness

Abstract

Taking tourists' perspective rather than destination offerings as its core concept, this study introduces "perceived destination brand worldness" as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists from all over the world. Then, the relationship between perceived destination brand worldness and intention to revisit is analyzed using partial least squares regression. This empirical study selects Taiwanese tourists as its sample, and the results show that perceived destination brand worldness is a direct predictor of intention to revisit. In light of these empirical findings and observations, practical and theoretical implications are discussed.

Worldness Strategy: An Empirical Study on Destination Branding

“…Then; how can we build a global brand for a destination? This study advances prior study (Kayak & Simoni, 2016) by investigating the mediating effect of destination brand worldness. Destination practitioners could formulate and implement worldness strategies in their destinations to attract more travelers.…”

“…This study adopts four-item scales for destination brand prestige from Vigneron & Johnson (1999), adopts five-item scales for destination brand worldness from Kayak and Simoni (2016), and adopts three-item scales for intention to revisit from Horng et al, (2012); Kim et al, (2009). Measurement items are shown in Table 1.…”

“…Measurement items are shown in Table 1. 1) This destination is a world tourism destination 2) Tourists from across the world visit this destination 3) This destination hosts worldwide tourists, 4) This destination is promoted all over the world 5) World class people visit this destination (Kayak & Simoni, 2016) Destination brand prestige (DBP) 1) This destination is a prestigious destination.…”